32

1.1 Introduction
Spices are the imperative ingredient to make food tasty and delicious. It is the most common and
important ingredient for food items of our daily consumption. A Bangladeshi cannot think of a
meal without using spices, it is our food habit and tradition.
he history of spice is almost as old as human civili!ation. It is a history of lands discovered,
empires built and brought down, wars won and lost, treaties signed and flouted, flavors sought
and offered, and the rise and fall of different religious practices and beliefs. Spices were among
the most valuable items of trade in ancient and medieval times.
As long ago as 3"## B$ the ancient %gyptians were using various spices for flavoring food, in
cosmetics, and for embalming their dead. he use of spices spread through the &iddle %ast to the
eastern &editerranean and %urope. Spices from $hina, Indonesia, India, and $eylon 'now Sri
(anka) were originally transported overland by donkey or camel caravans. *or almost "###
years, Arab intermediaries controlled the spice trade, until %uropean e+plorers discovered a sea
route to India and other spice producing countries in the %ast.
1.2 Background of the Study
he report has done to complete the partial fulfillment of %ffective Business $ommunication for
&anagers '%&BA,"#-) course. he entire report is done under close supervision and
instruction of our honorable course instructor %ngr. .amrul /assan.
0e have completed our report based on a comparative study between 1pen 2owder Spice and
Branded Spice taking Spice as generic product in our consideration. 0e focus on the
consumption pattern of spices, health benefit of spices, spice consumption level in our country,
advantage and disadvantage of open and branded spice. 0e also focus on consumer trend of
using spices.
Spice as powder form found in open market and in packed condition. hese two the available
option for a consumer to purchase powdered spice. 0e have conducted a consumer survey on
structured 3uestionnaire on brand perception of spice. *inally draw our conclusion on market
32
share analysis and marketing strategy of 4A5/67I 2105%4 S2I$% 8 a pioneer and leading
spice brand of our country
In 2##9, S3uare $onsumer 2roducts (imited introduced :4A5/67I 2105%4%5 S2I$%; with
a vision to provide 3uality :ready8to8cook; food ingredients for the homemakers. 0ithin a very
short span of time, 4A5/67I 2105%4%5 S2I$% drew attention of modern homemakers
those who had a strong demand for 3uality, convenience and timesaving cooking. 5edication to
purity, consistent 3uality, and authentic taste has given :4A5/67I; uni3ue position in the
market. 0ithin a year 4adhuni Spice achieved the crown of brand leader.
1.3 Objective of the Study
1.3.1 Primary objectives:
he primary ob<ective of this report is to analy!e a comparative study between open spices and
branded spices and to identify the consumer prection of branded spices.
1.3.2 Secondary objectives:
o e+plore new segments of market and to cater it.
o analy!e the marketing practices of Basic Spices.
o analy!e the consumer=s opinion and e+pectation regarding Basic Spice.
o identify the gaps between the customers= e+pectations and e+isting market scenario of
Basic Spice.
o &otivate and convert open spice users to branded spice especially to 4adhuni.
32
1. !ethodo"ogy
1..1 #esearch $esign:
1nce the problem is identified, the ne+t step is the research design. 4esearch design is the basic
framework of rest of the study. A research design specifies the methods and procedures for
conducting particular study.
In this %roject& 'e are fo""o'ing descri%tive research design.
1..2 Source of $ata
(here are t'o ty%es of data:
1. Primary data
2. Secondary data
Primary $ata: he primary data is fresh information collected for a specified study. he
primary data have gathered by observational, e+perimentation and survey method. /ere the
entire scheme of plan started with the definition of various terms used, units to be employed, and
type of en3uiry to be conducted, e+tent of accuracy aimed etc.
(he methods common"y used for the co""ection of %rimary data are:
9. 5irect personal investigation, where the data is collected by the investigator from the sources
concerned.
2. Indirect oral interviews, where the interview is conducted directly or indirectly concerned with
sub<ect matter of the en3uiry.
3. Information received through local agencies, which are appointed by the investigator.
32
-. &ailed 3uestionnaire method, here the method consists in preparing a 3uestionnaire 'a list of
3uestions relating to the field of en3uiry and providing space for the answers to be filled by the
respondents.), which is mailed to the respondents with a re3uest for 3uick response within the
specified time.
Secondary $ata:
he secondary data refers to data, which already e+ists. he secondary data collect from internal
records, business maga!ines, company websites and 7ewspapers.
1..3 #esearch instruments
*or the collection of primary data, a structured 3uestionnaire was prepared covering various
aspects of the study. he 3uestionnaire contains closed8ended and dichotomous 3uestions.
Sam%"ing Procedure:
It is a procedure re3uired from defining a population to the actual selection of the sample.
Sam%"e:
A part of a population, which is provided by some process on other, usually by deliberated
selection with the ob<ect of investigating the properties of the parent population set. 7on
probability sampling method is in deterministic method where the sample si!e in numerous and
can=t be determined. So for our convenience we take convenience8sampling method where all the
population in sample is given e3ual opportunity.
Sam%"ing !ethod: ) *onvenience sam%"ing method.
32
1.. Statistica" (oo"s +sed
9. Po%u"ation: 4etailers in 5haka and $hittagong metro city area.
2. Source of data> he two important sources of data are the primary data and secondary data.
he primary data is collected through survey method with the help of 3uestionnaire and personal
interview. he secondary data is been collected from consumer attitude books.
3. he information is collected through survey done in 5haka and $hittagong metro city area.
-. Sam%"e unit> he sample unit consists of retailers in 5haka and $hittagong metro city area.
". Sam%"e si,e> he sample si!e is 2## respondents.
?. he sample taken for the study caters to upper class and middle class of the society.
@. Sam%"e method> the sample method used is non8probability. In non8probability sampling the
chance of any particulars unit in the population being selected unknown.
A. Procedure> the procedure used for sampling is convenient sampling in this method the sample
unit is chosen primarily on the basics of the convenience to the investigator.
B. he survey consists of structured 3uestionnaire.
9#. he 3uestionnaire consists of both open and closed8ended 3uestions
32
1.- Sco%e
he scope of the study is limited. he study is a very minor contribution to the company as it is
only restricted to the twin cities '5haka and $hittagong). he study would only be a drop in the
ocean, $an help the marketing and sales in this area. he study can be conducted on a national
basic too with a large sample si!e and interviewing many numbers of respondents.
he following areas and issues are covered during preparation of the report.
#etai"er:
4etailer is a person or business who sells products to the public.
Brand>
Brand refers to the identification of the product given by the manufacturer.
Brand .oya"ty>
Brand loyalty refers to the continuous and repeated purchase of a particular brand without any
wavering purchase pattern.
#es%ondent>
4espondent is a person who is being interviewed for the purpose of conducting the study.
!arket share:
he amount that a company sells of its products or services compared with other companies
selling the same things
Promotiona" /ctivities>
2romotional activities include advertising, personal selling, sales promotion, and publicity, which
have their own characteristics and cost but have common ob<ectives of achieving high sales by
creating awareness.
32
Incentives>
1ffer of an article at frees of cost or less price of the market can be termed as incentives.
Intervie'er>
A person who is answerable to the interviewer of the proposed 3uestions.
Intervie'ee>
A person who carries on investigation for the purpose of achieving the ob<ectives of the pro<ect.
Sam%"e>
he selection of set of people from the total population for the purchase of carrying on the
investigation.
Survey>
It refers to the 3uestionnaire administered to the sub<ect who is identified from the population
with the help of probability or non probability sampling.
0uestionnaire1 #esearch instrument:
A set of 3uestions that are framed to be answered by the respondents for the purpose of achieving
the research ob<ectives. In 3uestionnaires there are two types structured and unstructured. here
are four types of 3uestions in a 3uestionnaire on open ended 3uestions, closed ended 3uestions,
disguised and interrogative 3uestions.
Brand a'areness:
.nowing brandC knowing that particular brand e+ists and is importantC being interested in
particular brand> brand awareness refers to the consumer awareness of the particular brand.
32
1.2 .imitation
he study was confined to limited retailers and consumers only
he duration of the study was restricted for A weeks only, which is not sufficient to study
the entire consumers and retailers in the market.
he analysis cannot be straight away used in decision making, as simple is very small
when compared to the total consumers retailers in the market.
he survey is conducted only in 5haka and $hittagong metro city area only. By which it
is very difficult to know the actual market condition.
he present study deals with marketing strategy of 4adhuni Brand only.
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2.3 Basic S%ice 4 5uts 6 Bo"ts
Spices are the aromatic parts of tropical plants traditionally used to flavor food, or the dried
seeds or fruit of temperate plants used in the same way. Some of the substances we call spices
come from the bark or roots of certain plants, but the ma<ority are berries, seeds, or dried fruits.
Bangladeshi cuisine shows an impact of the cuisines of these two countries. /owever, despite
that, Bangladeshi food has its own soul, which ranges between very :spicy; and e+tremely
:sweet.; his difference is created with the help of the top spices of Bangladesh,
Spices are the imperative ingredient to make food tasty and delicious. It is the most common and
important ingredient for food items of our daily consumption. Basic Spices refers to four core
spices namely $hili, urmeric, $umin and $oriander. 7o other spices or ingredients are needed
to mi+ with these spices. hese spices can be use in both raw and in powder form. 0e are talking
about powder form of these four spices.
2.1 *hi"i
$hilies belong to the potato, tomato, and aubergine family of plants, and have been cultivated for
thousands of years. here are at least 9"# different types of chilies, which are the world=s biggest
spice crop. hey are now grown in all tropical regions and eaten daily by about a 3uarter of the
world=s population. $hilies are an e+cellent source of vitamins A and $, and provide that added
benefit to the millions of people who eat them as a means of pepping up a bland and unvarying
diet.
5ative range> $entral America, South America, $aribbean Islands
!ajor %roducers> India, hailand, &e+ico, 6SA, South .orea, urkey, %thiopia, 6ganda,
.enya, an!ania
7arvesting> &ost chilies are grown as annuals and harvesting occurs about 3 months after
planting. Dreen chilies are immature fruits and red chilies have been allowed to ripen for a
further - weeks. &ost of the chili crop is dried, either in the sun or artificially.
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(aste and aroma> $hilies range in taste from mild and tingling to e+plosively hot. (arge, fleshy
varieties tend to be milder than small, thin8skinned ones. he characteristic pungency of chilies
comes from the presence of capsaicin, which stimulates the digestive and circulatory processes.
*u"inary uses> $hilies can be used whole 'fresh or dried), or in crushed or powdered form. $hili
powders are prepared from a variety of mild to hot chilies, and are typically milder than cayenne
pepper. $rushed chili 'or chili flakes) contains both the flesh and seeds from red chilies and can
be used instead of chili powder.
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7ea"th Benefit of *hi"i:
8itamin /:
here are about 2,22- I6 of vitamin A in a tablespoon of chili powder. hat is --." percent of
your recommended daily vitamin A intake. According to the 6niversity of &aryland &edical
$enter, your body needs vitamin A for the maintenance of your eyesight as you age as well as to
contribute to maintaining the health of your bones, teeth, skin, internal membranes and
reproductive systems.
8itamin *:
1ne tablespoon of chili powder contains -.A mg of vitamin $, which is about A percent of your
daily recommended vitamin $ intake. According to the 1ffice of 5ietary Supplements by the
7ational Institutes of /ealth, vitamin $ is an antio+idant. Eour body uses antio+idants to fight
damage from free radicals, which are unstable molecules created during the energy creation
process that can increase your risk of developing harmful health conditions like cancer and heart
disease. Fitamin $ also helps strengthen your immune system and heal in<uries.
!inera"s:
$hili powder is also rich in several important minerals. 1ne tablespoon contains 9-3.@ mg of
potassium, or -.9 percent of your daily recommendationC 22.@ mg of phosphorus, or 2.3 percent
of your daily recommendationC 2#.B mg of calcium, or 2.9 percent of your daily
recommendationC and 9.9 mg of iron, or ".B percent of your daily recommendation. It also
contains #.2 mg each of !inc and manganese and #." mcg of selenium.
Other 5utritiona" Information:
%ach 98tablespoon serving of chili powder contains 23.? calories, with 9.3 g of total fat, or about
2 percent of your daily recommendation, and #.2 g of saturated fat, or about 9 percent of your
daily recommendation. It contains no cholesterol, as well as -.9 g of total carbohydrates, 2.? g of
dietary fiber, #." g of total sugars and #.B g of protein
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2.2 (urmeric
urmeric is a member of the ginger family and consists of a bright, deep yellow rhi!ome similar
in si!e and appearance to ginger. It thrives in hot, moist, tropical conditions and is valued more
for its bright yellow color than as a flavoring agent.
5ative range> Southern Asia
!ajor %roducers> India, $hina, /aiti, Indonesia, Gamaica, &alaysia, 2akistan, 2eru, Sri (anka,
Fietnam
7arvesting> urmeric rhi!omes are harvested about B months after planting. he rhi!omes are
then boiled, peeled, and dried in the sun before they are graded for 3uality. Almost all the
turmeric crop is ground and sold as powder.
(aste and aroma> *resh turmeric is crunchy and has gingery, citrus aromas. 5ried turmeric has a
more comple+ woody aroma but still with hints of citrus and ginger. he taste is warm, slightly
bitter, and sour.
*u"inary uses> In Bangladesh, ground turmeric combined with other spices is the basis of
masalas, curry powders, and pastes. It is also used to impart a warm flavour and yellow colour to
many vegetable, bean, and lentil dishes.

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7ea"th Benefit of (urmeric
In addition, ayurvedic and $hinese medicines utili!e turmeric to clear infections and
inflammations on the inside and outside of the body. But beyond the holistic health community,
0estern medical practitioners have only recently come on board in recogni!ing the benefits of
turmeric.
B"ocking *ancer:
5octors at 6$(A recently found that curcumin, the main component in turmeric, appeared to
block an en!yme that promotes the growth of head and neck cancer.
Po'erfu" /ntio9idant:
he 6niversity of &aryland=s &edical $enter also states that turmeric=s powerful antio+idant
properties fight cancer8causing free radicals, reducing or preventing some of the damage they
can cause.
Potent /nti)Inf"ammatory:
5r. 4andy G. /orwit!, the medical director of the Ari!ona $enter for Integrative &edicine and an
assistant professor of clinical medicine at the 6niversity of Ari!ona $ollege of &edicine in
ucson, wrote a paper for the American Academy of 2ain &anagement in which he discussed the
health benefits of turmeric.
:urmeric is one of the most potent natural anti8inflammatories available,; /orwit! states in the
paper.
:#a' Is Best;:
7atalie .ling, a (os Angeles8based nutritionist, says she first learned about the benefits of
turmeric while getting her degree from the 7atural /ealing Institute of 7europathy. :As an anti8
inflammatory, antio+idant and antiseptic, it=s a very powerful plant,; she says.

32
2.3 *umin
$umin or Geera is a small annual herbaceous plant of the parsley and carrot family, and grows to
a height of about 2" cm. $umin grows best in regions with a sunny climate and some rainfall.
5ative range> %gypt, %astern &editerranean countries
!ajor %roducers> India, $hina, &orocco, Iran, urkey, $entral America
7arvesting> $umin stalks are harvested when the plants begin to wither and the seeds turn
brown. hey are then threshed and the seeds are dried in the sun. In many countries the harvest is
still done manually.
(aste and aroma> $umin has a strong, spicy, sweet aroma. he taste is rich, slightly bitter, and
warm. he pungency and taste are particularly noticeable in the ground spice.
*u"inary uses> Because of its strong flavor, ground cumin is popular in cuisines which are
generally highly spiced such as many Indian and Bangladeshi, &iddle %astern, 7orth African,
and &e+ican dishes. $umin is an essential ingredient in curry powders and masalas. he aroma
of cumin is enhanced if the seeds are dry roasted before they are ground.
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<e"" =no'n 7ea"th Benefits of *umin:
>or B"ood: $umin helps to lower blood sugar levels and thus helps in maintaining proper blood
content levels in the body. his is a great boon for people suffering from 5iabetes.
>or Iron:
hese seeds are very rich in Iron, which makes it an essential natural health ingredient. his iron
content helps to treat anaemia, makes blood rich in haemoglobin content and helps in acting as a
carrier of o+ygen to the cells in the body.
>ights /sthma:
$umin seeds contain hymo3uinone, which reduces inflammatory processes and other mediators
that cause asthma. hey also act as a bronchodilator.
/naemia:
$umin seeds are rich in Iron which is necessary for the formation of hemoglobin in the blood.
his inturn is re3uired for the transportation of 1+ygen in the body. hus, $umin protects us
from Anaemia.
!enstrua" *yc"e:
$umin is healthy for women of all age groups and is known to influence healthy menstrual cycle
in them.
*ancer:
$umin is helpful in treating colon and breast cancer due to the presence of thymo3uinone,
dithymo3uinone, thymohydro3uinone and thymol, which are anti8carcinogenic agents.
*o"d and #es%iration:
$umin is rich in Fitamin $ and anti fungal properties, which helps it cure $old and other
respiratory problems. $umin seeds are also suggested for kidney health.
$igestion:
%n!ymes present in $umin helps to breakdown foods and thus aids in digestion.
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2. *oriander
$oriander is a slender, solid8stemmed plant belonging to the carrot and parsley family, growing
to a height of about #.? m. It is used as both an herb 'the leaves) and a spice 'the dried fruits or
seeds). *oriander 'Coriandrum sativum), also known as dhania.
5ative range> &editerranean 4egion, &iddle %ast
!ajor %roducers> %astern %urope, India, &orocco, 6SA, $entral America, Bra!il
7arvesting> he seeds are harvested when they change color from green to light brown, then
threshed and dried in partial shade. In some regions the seeds are dried artificially.
(aste and aroma> $oriander seeds have a sweet, woody fragrance with peppery and floral notes.
he taste is sweet, mellow, and warm with a clear hint of orange peel.
*u"inary uses> $oriander is generally used in larger amounts than other spices because its flavor
is mild. After dry roasting, coriander forms the basis of many curry powders and masalas. 0hole
coriander may be added to chicken and pork casseroles, and it is one of the ingredients in
pickling spice. It is also used in condiments, seasonings, and as an ingredient in sweet spice
mi+tures for cakes and biscuits.
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7ea"th benefits of coriander
Skin inf"ammation: $ineole, one of the 99 components of the essential oils, and linoleic acid,
are both present in coriander, and they possess antirheumatic and antiarthritic properties. Some
of the components in coriander help the induce urination and the release of e+cess water from the
body.
Skin disorders:
he disinfectant, deto+ifying, antiseptic, antifungal and antio+idant properties of coriander are
ideal for clearing up skin disorders such as ec!ema, dryness and fungal infections.
.o' cho"estero" "eve"s:
Some of the acids present in coriander, like linoleic acid, oleic acid, palmitic acid, stearic acid
and ascorbic acid 'vitamin8$) are very effective in reducing the cholesterol levels in the blood.
hey also reduce the level of bad cholesterol '(5() deposition. &ore importantly, coriander
helps to raise the levels of healthy cholesterol '/5().
$iarrhea:
Some of the components of essential oils found in coriander such as Borneol and (inalool, aid in
digestion, proper functioning of the liver and bonding of bowels, while also helping to reduce
diarrhea.
B"ood %ressure:
$onsuming coriander has been shown to positively reduce blood pressure in many patients
suffering from hypertension.
!outh +"cers:
$itronelol, a component of essential oils in coriander, is an e+cellent antiseptic. Additionally,
other components have antimicrobial and healing effects, which keep wounds and ulcers in the
mouth from worsening.
/nemia:
$oriander is high in iron content, which directly helps people who suffer from anemia. Iron also
benefits proper functions of other organ systems, increases energy and strength, and promote the
health of bones.
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Bone hea"th:
As a rich source of calcium, coriander is of great value for people who want to protect the
integrity of their bones. $alcium and other essential minerals found in coriander are integral
components of bone re8growth and durability, as well as in the prevention of bone degradation so
commonly associated with debilitating diseases like osteoporosis.
2.- /vai"ab"e Sources of Basic S%ice in Bang"adeshi !arket
In case of powdered spice, consumers have two options to purchase Basic Spices.
1pen &arket
Branded Spice.
O%en S%ice: he sources of open is main the ba!aars, grocery shops. endency of using open
spices is high in the rural areas.
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Branded S%ice: Branded spice are basically the packed spiced that are available in our country.
&a<or brnads in our country are 4adhuni, 24A7, B5, 2ure, Arku etc. Brnaded spices claim
themselves pure and hygienic.

32
2.2 *onsum%tion .eve" of Basic S%ice in Bang"adesh?
*hi"i !(
1pen &arketHH ?A3B2
Brand 33-B
(urmeric !(
1pen &arketHH 9#2,#?#
Brand 2B3A
*oriander !(
1pen &arketHH ?#"2
Brand 9@#-
*umin !(
1pen &arketHH "93-
Brand 2B-
I5ata Source> Bangladesh Bureau of Statistics, 2#92
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2.@ !arket (rend
$onsumers are transforming from basic to value added products or services
Branded products are taking places of traditional consumption patterns
$onsumers are becoming more conscious about health and ensuring real food value
2eople are more convenient seeking, 3uality oriented, speedy and variety tasting
5elivering the right message to the targeted audience is becoming difficult
2.A /du"terations of O%en !arket S%ice
S".5o S%ice /du"teration (est
9 $hili 2owder
Brick powder grit,
sand, dirt, filth, etc.
2our the sample in a beaker containing a mi+ture of
chloroform and carbon tetrachloride. Brick powder
and grit will settle at the bottom.
2 urmeric 2owder
Starch of mai!e,
wheat, tapioca, rice
powder and color
A microscopic study reveals that only pure turmeric
is yellow colored, big in si!e and has an angular
structure. 0hile foreignJadded starches are colorless
and small in si!e as compared to pure turmeric
starch.
3 $umin 2owder
Drass seeds
colored with
charcoal dust
4ub the cumin seeds on palms. If palms turn black
adulteration in indicated
-
$oriander
2owder
2owdered bran and
saw dust, 5ung
powder
. Sprinkle on water surface. 2owdered bran and
sawdust float on the surface. Soak in water. 5ung
will float and can be easily detected by its foul
smell.
32
2.B (he !ain #eason for +sing Branded S%ices
Kuality remains same and %ase of carrying
Special aste in $rushed Spices
(ess 0astage and Kuality 4emains 1.
5ust free and so Its /ealthy
Saves ime L /ealthy
/assle *ree L ime Saving
%asy to 6se
*acilitate *ast $ooking
/ygienic
32
3.1 SCuare *onsumer Products .td
0e, SQUARE CONSUMER PRODUCTS LTD. have started producing and marketing intrinsic
3uality of powdered spices '(ike chilli, turmeric,cumin and coriander), mi+ed spices and some
ethnic snacks '(ike &eat $urry &asala, *ish $urry &asala, Daram &asala, /aleem &i+,
$hatpati &i+, $hanachur etc.) in terms of taste, flavor L te+ture. Beside these, our plan is
manufacture and market various food L beverage items very shortly.
3.1.1 !ission Statement
0e want to be the world class food products manufacturer in Bangladesh by ensuring intrinsic
3uality products and customer service with state of the art technology and motivated employees.
3.1.2 8ision Statements
o continue to provide the very best of what the consumer wants
o e+plore new segments of market and to cater to it
o identify what the consumer needs and providing it to them
o continue to assure intrinsic 3uality of hygienic food products with authentic taste
o enhance customersM standard of food habit
o e+pand distribution network to make the products available at customersM doorsteps
o enhance the strength and skill of the organi!ation that will contribute to companyMs
increasing growth both in domestic and global markets
32
3.2 >unctions of $ifferent $e%artments
3.2.1 !anufacturing +nit
SQUARE CONSUMER PRODUCTS LTD.=s manufacturing 6nit is located at 2abna, the northern
part of Bangladesh, which is prominent for agricultural products with a view to source specific
variety of raw materials. 1ur manufacturing unit is e3uipped with modern machinery. 1ur
technical capabilities in processing, post8harvest handling, maintaining Dood &anufacturing
2ractice 'D&2) and modern grinding technology have given us decisive edge in the industry.
Sourcing of high83uality raw materials is conducted mainly from different parts of Bangladesh
for ensuring the right variety with highest 3uality.
he raw materials are preserved in a well8organi!ed storage facility with ensures proper
ventilation. SQUARE CONSUMER PRODUCTS LTD. are in the process of achieving IS18
B##9>2### and /A$$2 certification to follow strict 3uality policies as per $15%N.
3.2.2 $istribution
0e are maintaining a strong distribution network in the country. At present a total no. of 232
D('o 7undred (hirty ('oE highly e+perienced 5istributors are engaged to market our products
throughout the country.
3.2.3 F9%ort !arket
SQUARE CONSUMER PRODUCTS LTD. widened its hori!on by e+porting and marketing its
products abroad within one year from the date of its inception. SQUARE CONSUMER
PRODUCTS LTD. is now strengthening its e+port operations on its way to becoming a high8
performance global competitor by supplying 3uality food products at competitive price. Its
products comply with international phyto8sanitaion re3uirements. Starting its first e+port to
South .orea in 2##2, the company is currently e+porting to several countries to %urope, *ar
%ast, &iddle %ast and countries like 6SA, $anada, Australia and Gapan.
32
3.2. *ountries& 'here 'e are e9%orting
Square Consumer Products Limited is strengthening its e+port operations to become a high
performing global player by supplying 3uality food products at reasonable price. Its products
comply with international phyto8sanitary re3uirements. Starting its first e+port to South .orea in
2##2, the company is currently e+porting the products with international standards in more than
22 countries around the world, which includes %urope Dermany, Spain, Italy, $yprus, 7orth
America, Africa, South .orea, Gapan, Bhutan, Australia, &iddle %ast and %ast Asia.
echnical capabilities in processing, post8harvest handling, maintaining Dood &anufacturing
2ractice 'D&2) and modern grinding technology have given Square Consumer Products
Limited a strong competitive edge in the industry.
32
3.3 Products %rofi"e: Basic S%ice #ange
In 2##9, S3uare $onsumer 2roducts (imited introduced :4A5/67I 2105%4%5 S2I$%; with
a vision to provide 3uality :ready8to8cook; food ingredients for the homemakers. 0ithin a very
short span of time, 4A5/67I 2105%4%5 S2I$% drew attention of modern homemakers
those who had a strong demand for 3uality, convenience and timesaving cooking. 5edication to
purity, consistent 3uality, and authentic taste has given :4A5/67I; uni3ue position in the
market. 0ithin a year, 4adhuni Spice achieved the crown of brand leader.
3.3.1 *hi"i:
4adhuni powdered $hilli is vivid in color, precious in flavor. Best variety of red chilli provides
more hotness.
Price "ist of #adhuni *hi"i Po'der
S.( Product Name
Pack
Size
Current Current
T.P. M.R.P
9 4adhuni $hilli 2owder 9"gm ".9A ?.##
2 4adhuni $hilli 2owder "#gm 9".A# 9A.##
3 4adhuni $hilli 2owder 9##gm 39.## 3".##
- 4adhuni $hilli 2owder 2##gm "B."# ??.##
" 4adhuni $hilli 2owder "##gm 93?.## 9"#.##
? 4adhuni $hilli 2owder 9###gm 2?3.## 2A".##

32
3.3.2 (urmeric:
Apart from having e+cellent antiseptic and antibacterial properties, it has a brilliant golden
yellow color.
Price "ist of #adhuni (urmeric Po'der
S.( Product Name
Pack
Size
Current Current
T.P. M.R.P
9 4adhuni urmeric 2owder 9"gm -.2" ".##
2 4adhuni urmeric 2owder "#gm 9#."# 92.##
3 4adhuni urmeric 2owder 9##gm 2#."# 23.##
- 4adhuni urmeric 2owder 2##gm 3B.2" --.##
" 4adhuni urmeric 2owder "##gm B9."# 9#2.##
? 4adhuni urmeric 2owder 9###gm 9@-.## 9B-.##
3.3.3 *oriander:
32
2roviding a fragrant flavor 4adhuni 2owdered $oriander is high in food value.
Price "ist of #adhuni *oriander Po'der
S.( Product Name
Pack
Size
Current Current
T.P. M.R.P
9 4adhuni $oriander 2owder 9"gm 2.-# 3.##
2 4adhuni $oriander 2owder "#gm @.## A.##
3 4adhuni $oriander 2owder 9##gm 92.## 9-.##
- 4adhuni $oriander 2owder 2##gm 22.## 2".##
" 4adhuni $oriander 2owder "##gm "-.## ?2.##
? 4adhuni $oriander 2owder 9###gm 9#-.## 99A.##
3.3. *umin:
32
2rovide the fresh aroma.
Price "ist of #adhuni *umin Po'der
S.( Product Name
Pack
Size
Current Current
T.P. M.R.P
9 4adhuni $umin 2owder 9"gm 93.2" 9".##
2 4adhuni $umin 2owder "#gm -#.## -".##
3 4adhuni $umin 2owder 9##gm @?.## A".##
- 4adhuni $umin 2owder 2##gm 9"#.## 9?".##
" 4adhuni $umin 2owder "##gm 3@#.## -#A.##
? 4adhuni $umin 2owder 9###gm @3".## @B".##
3. S<O( /na"ysis of #adhuni Basic S%ices
32
Strengths: <eakness:
$oming from the house of : SK6A4%;
SK6A4% has the reputation in
producing hygienic and superior 3uality
products.
4A5/67I has established itself as a
household name
Strong brand presence in the mind of the
consumers
Some consumers perceive our products
to be of high price
4etailers are not happy with the benefits
that we offer
2rice gap with the open market is very
noticeable.
O%%ortunities: (hreats:
4ise in middle class population
$onsumers have more disposable income
$onsumers are saying E%S to good life
styles.
2eople are more brand conscious
$onsumers are now becoming conscious
about their well being.
7o entry barrier
he consumers are heavily influenced by
Indian $ulture, if a reputed Indian
company partners with a local company,
the consumers will shift to the Indian
Branded products
2olitical Instability
7atural disasters
32
3.- !arket Share /na"ysis
*om%etitor
!arket
share DGE
Strengths <eaknesses
4adhuni ?-O
SK6A4% has the reputation in
producing hygienic and superior 3uality
products.
Some consumers perceive our
products to be of high price
2ran 9" O
%stablished itself as household brand.
Strong distribution network. &ore than
2"# products. Separate sales force
$onsidered as cheap products,
&ade headlines for adulteration
iger @O
2opular in the Sylhet 4egion
Strong distribution in Sylhet
(ack of national availability,
$onsumer cannot recall the
brand, %stablished itself as a
regional brand, 7o presence in
any communication
4A7I -O
$oming from the house of 2arte+,
which is popular in the 2article Board
L $ondensed &ilk category.
$ustomers lack awareness and
lack of availability
A$I 2ure 3O
A$I 2ure Atta, &oida and Su!i is a
household name. he brand value of
A$I is positive among the consumers
(imited presence in the media,
lack of awareness in the mind of
consumers
1thers ?O 88 88
32
3.2 Sa"es /na"ysis of #adhuni
3.2.1 *hi"i:
$hart> Sales of 4adhuni $hili '2##B P 2#93)
3.2.2 (urmeric:
$hart> Sales of 4adhuni urmeric '2##B P 2#93)
32
3.2.3 *oriander:
$hart> Sales of 4adhuni $oriander '2##B P 2#93)
3.2. *umin:
$hart> Sales of 4adhuni $umin '2##B P 2#93)
32
.3 *onsumer Perce%tion: *oncrete >indings
.1 Hender of the res%ondents
As branded spice consumer is both the male and female, so we decided to conduct our survey on
both male and female consumers. here for we need to identify the fre3uency of male and female
of our survey. *rom our survey we find the following result.


*re3uency 2ercent
Falid 2ercent $umulative 2ercent
Falid
&ale 9"? @A
@A @A
*emale -- 22
22 9##
otal 2## 9##
9##
able 9> Dender of the respondents
*rom the table we find that among 2## respondents, @AO of were male and the rest 22O were
female. If we graphically represent the information, we for the following chart.
$hart 9> Dender of the respondents
32
.2 /ge of the res%ondents
As we have surveyed 2## people for our research findings. 0e divide the age limit of our
respondents into four groups. In this regard age is important because whenever it is the matter of
<udgment ethics, age is important factor. So it is important for us to conduct the survey in certain
age limit. he following table shows the fre3uency of our survey findings regarding age of the
respondents.
*re3uency 2ercent Falid 2ercent $umulative 2ercent
Falid 2#82B 3# 9" 9" 9"
3#83B 99# "" "" @#
-#8-B -# 2# 2# B#
Above "# 2# 9# 9# 9##
otal 2## 9## 9##
able 2> Age of the respondents
9"O respondents belong to age group 2# to 2BC ""O respondents belong to age group 3# to 3BC
2#O respondents belong to age group -# to -BC rest 9#O respondents are above "# age. If we
graphically represent the above table it will looks like the following chart.
$hart 2> Age of the respondents
32
.3 Occu%ation of the res%ondents
1ccupation is a very important factor in our survey because some classes of people think about
packet spice. 1bviously they are educated and have <udgmental 3uality. I surveyed on following
sector. 7ote that others occupation refers to student, educated homemaker and old people.
*re3uency 2ercent Falid 2ercent $umulative 2ercent
Falid
Service 9#- "2 "2 "2
Business -# 2# 2# @2
1thers "? 2A 2A 9##
(ota" 2## 9## 9##
able 3> 1ccupation of the respondents
he following chart shows the graphical picture of the above table. 0e see that "2O respondents
were various services, 2#O respondents from business sector. 4est 2AO respondents came from
others sector.
$hart 3> 1ccupation of the respondents
. Income "eve" of the res%ondents
32
Income level of the respondents is important to purchase the banded spice. As our target
customer is high profile people so income level is an important factor. 0e get the following
result from our 2## randomly selected respondents.
*re3uency 2ercent Falid 2ercent $umulative 2ercent
Falid
9#### 8 9B### 2# 9# 9# 9#
2#### 8 2B### -- 22 22 32
3#### 8 3B### B? -A -A A#
Above -#### -# 2# 2# 9##
(ota" 2## 9## 9##
able -> Income level of the respondents
0e see that out of 2## respondents, -AO respondents belongs to monthly income level of k.
3####8 k. 3B###, 22Orespondents belongs to k. 2####8 k. 2B###. Almost 2#O respondents
belong to above k. -#### income level per month. So we see that, our target customer is mostly
high income group who can easily effort branded spice. As branded spice is comparatively costly
than the open spices. he below graph will make the result more clear.
$hart -> Income level of the respondents
.- (y%e of S%ice *onsumed
o make the report fruitful l and effective we needed to know what type of spices is used by our
target customer. Because customer mainly used branded spices or open spices. Some people still
32
tend to use spices managed by their own. Among the 2## respondent, our observation is as
follows.
*re3uency 2ercent Falid 2ercent $umulative 2ercent
Falid
Branded Spice 93# ?" ?" ?"
1pen Spice -- 22 22 A@
1ther 2? 93 93 9##
otal 2## 9## 9##
able "> ype of spice consumed
0e found that, ma+imum ?"O respondent use branded spice and 22O respondent use open
spices. 93O people still manage spices by their own. hey basically collect the raw spices and
make the powder through local mill. hey believe only in this process the can get the original
taste, flavor of spices. Draphical representation of the data is as follows.
$hart "> ype of spice consumed
.2 Preferred Brand for res%ondents
32
0e needed to identify which brand our respondent mostly consumed. 0e asked this 3uestion to
identify the market share of our 4adhuni brand. In our 3uestion we named four top brand and
other options indicates brands such as iger, A$I, 4upchada, *resh etc.
*re3uency 2ercent Falid 2ercent $umulative 2ercent
Falid 4adhuni 932 ?? ?? ??
24A7 3A 9B 9B A"
B5 9- @ @ B2
Arku ? 3 3 B"
1thers 9# " " 9##
otal 233 133 133
able ?> 2referred brand of the respondents
0e found that 932 respondents out of 2## are use 4adhuni branded spice.3A respondents is use
24A7 spice. 9A respondents say that they use B5, ? respondents say use Arku, 9# respondents
use others spice.
$hart ?> 2referred brand of the
respondents
.@ <hich !atter Inf"uences
Iou !ost <hen Purchasing
Packet S%icesJ
32
As the spice is a sensitive product for the cooking of daily food, people do not take the risk about
3uality and so they give concentration on the previous e+perience of using specific brand.

$hart @> Influencing factor to purchase basic spice
.A <hich Issue Iou Hive !ost Im%ortance >or $efining 0ua"ity S%icesJ
*or the 2roduct category basic spice,
the taste, color L aroma all are
important simultaneously. herefore,
every part has e3ual role for cooking
perfect food.
$hart A> Important factor to
define 3uality spice
.B $oes Brand name is im%ortant to the res%ondents
0e needed to know how important the brand name is. 0hat they feel regarding the brand name
against the 3uestion we get the following result from our 2## respondent.
>reCuency Percent 8a"id Percent *umu"ative Percent
8a"id Strongly Agree 2A 9- 9- 9-
Agree 9#- "2 "2 ??
7eutral 9- @ @ @3
5isagree 3A 9B 9B B2
32
Strongly 5isagree 9? A A 9##
(ota" 233 133 133
able @> Brand name is important for respondents
0e found that "2O respondent think that brand name is important to them. 9BO respondent
thinks that brand name is not important for them, 9-O respondent is strongly agreed about brand
name. AO respondent is strongly disagree that brand name is not important at all.
$hart B> Brand name is important for respondents
.13 /vai"abi"ity of the %roducts is im%ortant for res%ondents
$ustomers want the product available within their reach availability of the 2roduct is important
to them. 0e asked this 3uestion to our respondent and get the following response.
>reCuency Percent
8a"id
Percent
*umu"ative
Percent
8a"id
Strongly Agree 9"? @A @A @A
Agree -- 22 22 9##
(ota" 233 133 133
able A> 2roduct availability is important for respondents
@AO respondent thinks that the products should be available within their reach. he need the
demanded products right after they feel the need of the products where ever the stay. 0hereas
32
only 22O respondent thinks they would give e+tra effort to get their desire product if that is not
that available surround them. Because they will not accept any alternative of that products.
$hart 9#> 2roduct availability is important for respondents
.11 Fm%hasis on Cua"ity of branded s%ice
0e needed to identify the consumer perception of the branded spice 3uality. 6sually people
demand the 3uality products for their daily consumption. 4esponse from our 2## respondent is
as follows.
>reCuency Percent
8a"id
Percent
*umu"ative Percent
8a"id
Strongly Agree 9@A AB AB AB
Agree 9A B B BA
5isagree - 2 2 9##
(ota" 233 133 133
32
able B> %mphasi!e on 3uality of branded spice
Among the respondent, ABO is not agreed to compromise with the 3uality of the branded spice.
hey need the 3uality products at any cost. hey strongly agreed that 3uality issue is most
important factor where BO only agreed with them. 4est 2O disagrees with this opinion. hey
think branded spice usually 3uality products. So they really don=t think about 3uality issue
regarding branded spice.
$hart 99> %mphasi!e on 3uality of branded spice
.12 Branded s%ice is cost"y com%are than the Cua"ity
0hat is the perception regarding the price of branded spice what they think about cost of
branded spice. 5oes the price is higher compare to 3uality. 0e asked the 3uestion and get the
following response.
>reCuency Percent
8a"id
Percent
*umu"ative
Percent
8a"id
Strongly Agree 92# ?# ?# ?#
Agree -# 2# 2# A#
5isagree -# 2# 2# 9##
(ota" 233 133 133
able 9#> Branded spice is costly compare than the 3uality
32
0e found that ?#O respondent strongly agreed that price of branded spice is higher is compare
to its 3uality. 2#O respondents simply agree with this. 4est 2#O disagreed with this statement.
$hart 92> Branded spice is costly compare than the 3uality
.13 Branded s%ice is hass"e free 6 time saving
5oes branded spice hassle free to use and time savingQ 0e ask this 3uestion to our respondent
and get the following response from the respondent.
>reCuency Percent
8a"id
Percent
*umu"ative
Percent
8a"id
Strongly Agree 9"? @A @A @A
Agree 3# 9" 9" B3
7eutral ? 3 3 B?
5isagree A - - 9##
(ota" 233 133 133
able 99> Branded spice is hassle free L time saving
@AO respondent strongly agreed that using braded spice is time saving and hassle free. Branded
spice is easy to use. 9"O respondent agreed that branded spice is time saving. 1nly -O disagreed
with this.
32
$hart 93>
Branded
spice is
hassle free L time saving
.1 7ygiene factor is im%ortant for res%ondents
/ow much the hygiene factor is important to the consumerQ 0hat the consumer really think
regarding the hygiene on branded spice. 0e needed to know the perception regarding the
hygiene factor of branded spice.
>reCuency Percent
8a"id
Percent
*umu"ative
Percent
8a"id
Strongly Agree 9@? AA AA AA
Agree 2- 92 92 9##
(ota" 233 133 133
able 92> /ygiene factor is important for respondents
AAO strongly agreed that hygiene is very much important to them. hey prioriti!e the health
issue on consumer products. In addition, they are not agreed to compromise with hygiene issue.
32
$hart 9->
/ygiene factor is important for respondents
.1- I think sme"" 6 test remain ok in branded s%ice
All brands usually claims that smell and taste remain same in branded packed spice. /owever,
what the customer=s opinion regarding this issueQ 5oes smell and taste really remain ok in
branded spiceQ 0e get the following response from the respondent.
>reCuency Percent
8a"id
Percent
*umu"ative
Percent
8a"id
Strongly Agree 2- 92 92 92
Agree 92? ?3 ?3 @"
5isagree 3? 9A 9A B3
Strongly
5isagree
9- @ @ 9##
(ota" 233 133 133
able 93> Smell L test remain ok in branded spice
32
92O respondent strongly agrees that test and smell agreed remain same in branded spice. 0hile
?3O respondent agreed with this. 9AO respondents do not think that, taste and smell remain
same in branded spice. hey think some sort of chemical is mi+ed with the packed spice which
decreases the 3uality, taste and original smell.
$hart 9"> Smell L test remain ok in branded spice
-.3 !arketing Strategy to Overcome Prob"em
-.1 (arget *ustomer Profi"e
Positioning Statement: Assurance of purity
(arget !arket of S%ice:
Heogra%hic .ocation: 6rban, sub8urban
$emogra%hic:
Age> 2"8-#
Dender> *emale
Fducation:
/S$JSS$> 3-O
32
Draduate> 33O
2ostgraduateJFocational> 9@O
5egreeJ5iploma> 9-O
Income .eve":
k. 2#,### and above> -AO
k. 9#,###82#,###> -@O
k. 9#,### and less> "O
7ouseho"d !ember:
38"> ??O
?8A> 2#O
982> 92O
&ore than A> 2O
Social Stratification> &iddle to 6pper class
Buying /abit > *re3uent
2sychographics> (ook for 2urity with authentic taste
0ants care L tenderness for the family
Sensible and conscious
Seek convenience in cooking
-.2 *onsumer (rend 6 Out"ook
*ood product development needs to be based on consumersM needs and wants to be successful.
(ike mass8individuali!ation, globali!ation and an altered interpretation of the food 3uality
concept by consumers. 4adhuni 2owdered Spice has become relevant in this respect.
32
*emale lifestyle scenario changed then one decade before. At that time, ma+imum female was
homemaker, stay all day at house, gossiping with neighbor, watch F, supervise maidservant,
pass time to collect whole spices from market and prepare food dishes. hese days
unprecedented numbers of women are invading in different professions, they are well educated,
concern about 3uality and nutritional value of product. 0omen also show greater concern about
issues that directly affect the family and home life. hey left at morning and return home at
evening yet they want to take proper care of their family. &aidservants are not available like
before so every work accomplished by their own. herefore, $onsumers= these days are more
dependent on powdered ready spice. Since consumer have many options for branded powdered
spice they want the one which assures the purity and deliver authentic taste and color.
=ey consumer insights to Po'der S%ices
%asy L fast cooking ensuring delicious aroma L flavor while cooking L eating.
0ant to save time in cooking to give more time for kids, family L entertainment.
0ant to cook with powder spice and e+pect traditional authentic taste and color.
&ore concern about the bout the food 3uality and well8being of the family members and
intend to take 3uality product.
-.3 Benefits from #adhuni Po'der S%ices
Selected from best verities of 3uality raw materials from grower level
Strictly maintain international 3uality standard.
Assurance of 3uality, taste, and flavor of home Pground spice.
%nsures delicious aroma L flavor while cooking L eating of different curries.
Product Strengths:
1riginal and authentic taste L fresh aroma.
*inely pulveri!ed and not musty.
9##O free from adulteration.
32
*ull release of flavor during cooking.
Drinding procedure retain essential volatile oil.
Drinded from selected crops.
2roduced from modern spice processing plant.
Strong brand image.
-. #adhuni Strategy
-..1 Product Strategy
4adhuni 2owdered Spice ensures purity. In the year 2#92 we want to maintain this consistency
of 3uality and deliver best 3uality spice to the consumer to satisfy their need and want. Besides
basic spice is a product that have hardly any scope to add e+tra value to the product. herefore
we will add value through packaging by launching a different S.6 in convenient Gar. Also we
will add new variant of basic spice in the basic spice product range and that is MM2asted spiceMM.
-..2 Pricing strategy
In the year 2#93 our ob<ective is to maintain competitive and stable price. 0e will not give
competitors any scope to gain big price advantage. 0e will also maintain the price at an
acceptable range compare to open spice. Because consumers very easily compare the price with
the open spice and tend to switch from branded spice to open spice. 0e will maintain the
competitive price by taking following steps.
%ffective inventory management> o achieve our ob<ective we will manage our inventory
effectively. 0e will collect ma+imum 4& during the harvesting season when the prices
are low. So when the prices of 4& high we can use up our low priced 4& to gain
advantage over competitors. Besides we will constantly monitor the market scenario of
4& throughout the year and maintain inventory of 4& as accordingly.
-..3 $istribution Strategy
32
0e will follow the e+isting distribution strategy and network. $urrently we are using separate
distribution channels for retailers, different institution, and bulk buyers like super shop, hospital,
canteen etc.
o reach the above organi!ation we have the following distribution system8
o reach all
over the
country we
have the
following distribution system8

o meet the ob<ective of 2#93 we need to take following steps regarding the distribution strategy.
Improve the outlet reach especially in the north and south region.
%+plore the new organi!ation for sale including outside 5haka like number of large hotel
In $hittagong, Sylhet, $o+Ms Ba!aar and other 5ivisional cities.
-.. Promotiona" Strategy
Since there are few differentiating factors in the e+isting brands, we have to use combination of
rational L emotional strategy to communicate with the consumers. So far, we have taken the
position of 3uality product and communicated with the consumers in the same line. 4adhuni
already won the credibility of high 3uality product from the consumers. 6p to 2##A, we have
communicated the authentic taste of 4adhuni powdered spice and its pure 3uality. In 2##A on our
communication campaign we focused on creating awareness among consumers about not to
compromise with the 3uality of daily food of the family as there is family health issue is concern.
In 2##B we have re8enforced L further strengthen our on going 3uality issue in spice
consumption by launching endorsement campaign by Siddika .abir in all media including A(
and B(. *or 2#9# to 2#92 we concentrated our promotional campaign on the uncompromising
stand regarding finding the best 3uality food ingredients for family. In the year 2#92 we will
concentrate on :4adhuni gives assurance of purity that delivers desired taste and color;.
2romotional ob<ective>
32
/ safe 6 Cua"ity assured food ingredient that 'i"" give you the fee" of traditiona"
taste 'ith "iving a hea"thy "ife
&otivate consumers relay only on 4adhuni because 4adhuni gives assurance of purity
that delivers desired taste and color.
&otivate target consumers for choosing the pure L 3uality spice for cooking through
rational and emotional appeal.
$reate aspiration for using 4adhuni Branded Spice in food preparation and attract new
consumer.
$reate strong emotional bonding with 4adhuni Branded powder spice and make it an
obvious choice for consumer because 4adhuni ensure purity and deliver authentic taste.
%stimated 2romotional Budget of 2#93>
Fstimated budget
amount D(k.E
Percentage against
target of 2313
AA&313&33.33 3.B-O
*ollowings are the strategic activity to achieve our ob<ective.
About -#O of the total promotional budget will be spent in electronic media to get
ma+imum reach. Insertion fre3uency will be high during launching new campaign and
festival.
*ive new F$ will be made on powdered spice in the year 2#93. wo F$ will be on
urmeric and $hilli each and two on whole range. 1ne F$ on $2.
AO of the total budget will be spent on print media to support launch of new campaign.
3## new shop signs and new ba!aar branding at $hittagong and Sylhet will be done in
2#93.
Shera 4adhuni competition and celebration of 7aridibosh event will be held in 2#93
which will promote the brand among D.
32
$onsumer 2romotion '$2) offer will be given to give consumer e+tra value for their
e+penditure. 9#O of the total promotional budget will be spent to run $2 program.
-..- /ction P"an
Strategy .ey &edia ype actical 2lan
Strategic 6se> A( L
B( &edia
F &edia
F$, 2op8up, (8shape
Strategic Branding
Strategic ime slot
1wn 2rogramJ4eality Show
4adio &edia 45$
Strategic Branding
Strategic ime slot
$ommunity 4adio
32
2rint &edia
Supplementary
(ocal 7ewspaper
$onsumer Interaction by &aga!ine
$reative Ad in &aga!ine
5igital &edia
2opular 0eb 2ortal Ad
2resence in the Social &edia
%8mail &arketing
S&S &arketing
1nline $ompetition
1utdoor &edia
Billboard
0all 2aint L 0all /ang
($58(%5 Advertisement
Ba!aar Branding, Shop sign
%vents, Activations
21S
F"ectronic !edia
0e will prepare two new F$ for urmeric and $hilli separately and promote these two
products as category leader. In between we will make one F$ on the whole Basic Spice range
to promote the whole range. hese F$ will communicate the massage that 4adhuni ensures
purity which will deliver you desired taste and color from generation to generation. Another new
F$ will be made during August and will go on air from September 2#93. his new F$ will
be on the hardship and dedication from S3uare member to deliver the finest 3uality spice to the
consumers. 1ne F$ will be made for promoting $2 program.
Press 6 !aga,ine
32
7ew press ad design will be developed for supporting new campaign. 7ew press ad design will
also be developed for $2 program. &a<or news papers and maga!ines will be used for press and
maga!ine campaign.
POS1POP
&erchandising is silent sales man8 therefore we want to emphasi!e on proper merchandising of
our products at outlets. Besides 21S, material will be developed in support of new F$
campaigns and $2 program.
Out $oor
In 2#93, we will install "## new shop boards. Besides, we will also go for ba!aar branding in
$hittagong and Sylhet. *ew new billboards will be taken in 2#93 at $hittagong cityC we will also
renew the e+isting billboards, 2assenger sheds, (ight bo+es, Dondolas, ransit ad and Shop
Signs.
Fvents 6 /ctivation
In the year 2#93 we will e+ecute following event and activation.
5ari $ibosh:
A
th
&arch of every year has been celebrated as 7ari 5ibosh. 0e will celebrate this day to
congratulate the successful women for the year 2#92. he ob<ective to celebrate this day
is to affiliate 4adhuni with the betterment of women.
Shera #adhuni>
o promote traditional cooking of Bangladesh we have been arranging best cook
competition RShera 4adhuni= all over Bangladesh.
#adhuni *ook Sho'>
his year S3uare $onsumer 2roducts (td will make an agreement with &s. 7ahid 1sman
'renowned cook in Bangladesh) as Brand Ambassador and will prepare cook show round
the year which will telecast on &aasranga elevision
*P %rogram
$onsumer 2romotion '$2) program will run for two months from Guly=93 to August=93. his
period is chosen targeting the 4amadan period. he ob<ective is to give consumer e+tra benefit
during 4amadan when ma+imum consumption of powdered spice is occurred.
32
Besides this $onsumer 2romotion '$2) will conducts at different Superstore in 5haka $ity to
fulfill the same purpose.
2.3 #ecommendations
here are good numbers of brands coming with the same proposition of good 3uality, so S$2( is
heading towards an immense competition in near future. In the backdrop of the above findings
the following recommendations can be made>
&a<ority of the consumer believe that the price of 4adhuni is high. Because of its 3uality.
S$2( should consider value based pricing instead of competitive and cost based pricing.
32
o increase the efficiency of the dealers, S$2( can offer special trade promotions such as
incentive, bonus, foreign tours etc, for the best performers.
he promotional effort of S$2( is satisfactory and it should be continued. At the same
time, they can adopt creative advertising to differentiate their products from others.
o hold and create new customers of 4adhuni Basic Spice, S$2( should consider the
following>
$onducting fre3uent customer survey
5eveloping new user group
(aunching new value adding products
Identifying new overseas market for further increase in e+port
S$2( need to increase their promotional e+penses and it should e+ecute the action plan
properly.
S$2( need to increase the media presence to create new customer base and remain in
customer mind
S$2( is holding the ma+imum market share with 4adhuni Basic Spice. It maintains its
leadership through well8planned action program, motivated and trained personnel and by
pro<ecting a favorable company image among the customers. 6nder intensifying competition in
the market and changing attitudes towards the branded spice powder, S$2( should consider the
above recommendations.
@. 3 *onc"usion
In 2##9, S3uare $onsumer 2roducts (imited introduced 4adhuni Basic Spice with a vision to
provide 3uality :ready8to8cook; food ingredients for the housewives. 0ithin a very short span of
time, 4adhuni Basic Spice drew attention of modern housewives those who had a latent demand
for convenience and time8saving cooking. 5edication to 3uality has given 4adhuni Basic Spice
uni3ue position in the market.
32
4adhuni Basic Spice considered as the pioneer in Branded spices. By ensuring taste, 3uality,
attractive packaging L good coverage throughout the country, 4adhuni has been getting a
remarkable response from market. A year after its operation 4adhuni Spice achieved the crown
of the leader. 2roducts ranging from Basic spices, mi+ed spices, $ereal L 2ulses to %dible oil are
currently available under the name of 4adhuni.
4adhuni Basic Spice has been dominating branded spice market since 2##3. $urrently in
branded powdered spice category, 4adhuni is the brand leader. 4adhuni achieved the crown of
brand leader by offering superior 3uality of powdered spice and authentic taste. So it can be said
that 4adhuni has created the branded powder spice market. As consumers are shifting towards
branded powdered spice, the market si!e of branded powder spice is increasing very fast.
Bibliography
.otler,2hilip. Armstrong, Dary.2##A. principles of &arketing, 2earson 2rentice /all,
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&allhotra, 7aresh... 2##3. &arketing 4esearch, 2rentice /all International, 6nited State
of America
www.theepicentre.com
32
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Bangladesh Bureau of Statistics
Appendix
A set of blank 3uestionnaire on which the survey was conducted.